Through the lenses of culture: impact of collectivism orientation on Chinese consumers' intentions to purchase Australian products and services

Liu, Shuang and Liesch, Peter W. and Smith, Joanne R. and Gallois, Cindy and Yi, Ren and Daly, Stephanie (2009) Through the lenses of culture: impact of collectivism orientation on Chinese consumers' intentions to purchase Australian products and services. In: 51st Annual Meeting of the Academy of International Business, 27-30 June 2009, San Diego, USA.

Abstract

This study reports on the influence of collectivist culture on Chinese consumers’ intention to purchase Australian products and services. Data were obtained from a large-scale online survey completed by 3,171 respondents across over 20 cities and provinces in the People’s Republic of China. Results indicated that ingroup influence and product perception, but not marketing efforts, had a significant positive effect on purchasing intention. Selfidentity as a consumer of imported products had a main effect on purchasing intention and also moderated the strength of association between ingroup influence and intention and between product perception and intention. When self-identity was low, both ingroup influence and product perception had a greater impact on purchase intention than when self-identity was high. These findings have important implications for international business practitioners given that word-of-mouth communication might be more effective than marketing efforts in increasing Chinese consumers’ intention to purchase Australian products and services.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: (c) 2009 Academy of International Business.
Depositing User: Dr Ren Yi
Faculty / Department / School: Current - USQ Other
Date Deposited: 19 Mar 2010 10:26
Last Modified: 02 Jul 2013 23:36
Uncontrolled Keywords: purchasing intention, marketing,consumer behaviour, Chinese consumers
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150308 International Business
Socio-Economic Objective (SEO2008): B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/6616

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